We recently connected with Heather Allen and have shared our conversation below.

Heather, looking forward to hearing all of your stories today. One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know.

If I had the opportunity to go back in time and start over, I would have focused on finding my niche so I could focus more energy on what my clients and I enjoy as well as what is most profitable. When I was getting started, I wanted to tackle everything; from chocolate and treats all the way up to wedding cakes. Several months in, having invested not an insignificant amount of money, I realized chocolate and treat making isn’t my passion and found the most joy in cakes, cupcakes, and cookies. Had I spent more time fully exploring the different facets of the baking industry, I’d have more storage space in my house and money in my wallet.

Heather, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Throughout my life, I have been deeply involved in the realm of fine arts, exploring various creative mediums. However, it was a welcome surprise when I discovered that my true canvas lies within the realm of baked goods; specifically custom cakes, cupcakes, and decorated sugar cookies. The alchemy of flavors, textures, and aesthetics found in baking has captivated my heart and ignited a newfound passion within me.

One of the most fulfilling aspects of being a baker is the opportunity to forge meaningful connections with customers and bring their visions to life. I take pride in listening attentively to their desires, understanding the significance of their events, and incorporating their personal touches into the baked goods. Whether it’s a custom-designed cake or themed sugar cookies for a birthday party, the ability to contribute to my customers’ joy and create a sense of shared experience is incredibly rewarding.

For me, the joy of helping make special events memorable extends beyond the final product. It is about delivering exceptional customer service, going the extra mile to exceed expectations, and ensuring that every interaction is a positive and memorable one. Building relationships based on trust and reliability is crucial in establishing a loyal customer base and creating a reputation as a go-to baker for special occasions.

In the world of baking, there is a profound joy in not only creating delectable treats but also sharing the knowledge and techniques that make them special. As a passionate baker and artist, I embarked on a new endeavor last year by starting sugar cookie decorating classes.

Sugar cookie decorating is a fascinating art form that allows individuals to unleash their creativity. By teaching classes, I aim to inspire others to discover their artistic potential and explore the realm of edible art. Watching my students experiment with colors, designs, and techniques brings me immense joy as I witness their creativity unfold.

As for the less exciting but critical administrative side of business, I have been able to draw on the last decade I spent in operations roles to build a strong foundation for my business. The skills and knowledge acquired during my time in the corporate world have provided me with valuable insights into efficient processes, customer satisfaction, and the art of managing operations. This experience serves as a solid framework upon which I can now craft delicious creations and ensure a seamless experience for all.

Let’s talk about resilience next – do you have a story you can share with us?

As someone with social anxiety who is also an introvert, running a customer-centered business can be challenging. When I decided to challenge myself by teaching sugar cookie decorating classes last year I was petrified. I had so much anxiety about potential failure and making a fool of myself that I questioned if I should bother. However, I wasn’t comfortable with letting my fears run my business. I pushed through my anxiety and found that I enjoyed sharing my passion and engaging with those eager to learn. Now, teaching is part of my norm, and the social anxiety is manageable. Pushing myself was necessary to grow my business to include teaching others.

How about pivoting – can you share the story of a time you’ve had to pivot?

I think the biggest pivot in my personal life was when I realized my corporate day job was making me miserable and was interfering with my happiness and long-term goals. I had to look at my priorities and how I defined myself, which, up until that point was based on being a professional career woman. However, it meant my relationships got pushed to the side and were severely neglected. I made the decision to step down from my demanding career so I could focus on building a life and identity not defined by how I made a living. I had to face my fear of the unknown, which has paid off. I have more balance in my life and discovered my passion for baking which likely wouldn’t have happened had I not done a major life pivot.

Contact Info:

• Website: https://craveworksbakery.com/
• Instagram: https://www.instagram.com/craveworks.bakery/
• Facebook: https://www.facebook.com/Craveworks
• Linkedin: https://www.linkedin.com/company/craveworks/
• Yelp: https://www.yelp.com/biz/craveworks-tooele

Image Credits
Ashley Soots